I did a post recently on how NOT to do social media.
How to avoid being aloof, pushy, downright obnoxious.
I was thrilled to start the new year with two examples of how TO do social media. Maybe people are getting it.
The first came through a client. She emailed me the “success” story. Basically she posted a very on brand tweet. It was a note of congrats to a Congressperson who would be joining the House. He is a strong proponent of one of her clients. The post was very on point, very “brandy,” very her business. And it was simple.
Just a couple hours later, she got an email from someone that saw her post, checked out her website, wanted more information.
And the kicker… It’s not entirely clear that this contact will be an immediate client, but being saavy as she is, she reached out, continued the conversation, looked for ways to help.
Then, just days later, I got an email from someone who was looking to rebrand, did a little Pinterest search, saw a project I did (where the client SO kindly linked to me). She emailed me to ask about my work. Again, it didn’t look like I could help her immediately – but it’s a great connection to nurture nonetheless.
Now strict ROI marketers would see these as failures. We didn’t close a deal. We didn’t make a sale. But I disagree. We each won a friend, an advocate, a word of mouth.
That’s potentially huge.
So how can you make sure your social media has this kind of traction? Three keys:
1) Post timely, “brandly,” on point messages. Things that are sticky and relevant. Not just links to sales.
2) Make it easy to find more about you. Put your website in your bios. And make your websites very, very navigable.
3) Make it almost impossible to not contact you. Have big, obvious contact boxes. Provide email address. Keep DM and private messaging options open. Closed doors mean closed windows. Make it impossible to step away without dropping you a line.